Revenue Metrics

Reactivation MRR

Monthly recurring revenue from previously churned customers who returned and resumed a paid subscription.

Reactivation MRR captures the revenue contribution of customers who left and came back — a cohort that is often undertracked and underappreciated. Former customers who reactivate typically require less onboarding, have higher intent (they already know the product works), and often come back because a competitor failed them or a new feature addressed their original objection. Reactivation campaigns — re-engagement emails, personalised win-back offers, or triggered notifications when a requested feature ships — are often among the most efficient revenue recovery tactics available. While reactivation MRR is typically small as a percentage of total MRR, it is almost entirely incremental because the CAC to win back a former customer is a fraction of the CAC to acquire a new one. Tracking it separately keeps it visible as a growth lever.